This question can apply to any metric. If you have one customer, how do you get to 10 customers? If you have 10 customers, how you get to 100? If your users are on your site for 1 minute a day, how do you get to 10 minutes a day? If you are generating $100,000 per customer, how do you get to $1,000,000 per customer? If your largest customer has 1,500 seats of your software (or service) deployed, how do you get to 15,000? Add another zero – you pick the time frame. While there are natural limits to this when you approach it top down, it becomes very powerful when you approach it bottom up. I call this cascading leverage. For example, if you focus on individual user behavior and try to add zeros to key user-based metrics, you’ll increase the metrics all the way up the chain. If you happen to find two metrics that impact each other (e.g. you get value out of the growth of X multipled by the growth of Y), you can actually get 100x impact on higher order metrics if you can add a zero to...
- Tapio Kulmala